A new era for The Addicks - elevated fanwear, a reimagined club store and a brand-new ecommerce platform.
Levy Merchandising is delighted to announce a landmark retail partnership with Charlton Athletic Football Club, appointing the full-service merchandise specialist as the exclusive operator of the Club’s retail and ecommerce channels. The agreement marks a significant step-change in how the Club connects fans with its identity - on the high street, online and around the world.
A Full-Spectrum Partnership
Levy Merchandising brings an end-to-end ecosystem that spans design, sourcing, manufacturing, ecommerce, physical retail and fulfilment - making them the ideal partner to take Charlton's retail operation to the next level. Under the agreement, Levy Merchandising will support the full breadth of the Club's commercial retail activity, including online store, optimisation of the club’s physical retail store, exclusive supply of branded fanwear and lifestyle product ranges, customer service, warehousing and fulfilment plus marketing creative and execution.
The partnership forms part of the Club’s wider retail growth strategy, ensuring fans benefit from a modern, efficient and engaging shopping experience while supporting its long-term commercial ambitions.
A New Ecommerce Experience. Built for Fans
Underpinning the partnership is a brand-new ecommerce platform and bespoke personalisation builder - a first for Charlton Athletic. Supporters will now be able to customise technical kits in a seamless, elevated online environment, with improved website functionality plus more intuitive purchasing with enhanced stock visibility. The new site went live on Friday 26th June ahead of a full summer of kit releases.
2026/27 Season
Arrival of exclusive Charlton Athletic fanwear collection by Levy Merchandising.
“It has been a pleasure working with Levy Merchandising to develop a much-improved retail platform. Our focus throughout this project has been to create a retail experience that truly reflects the needs of our fans while also supporting the Club’s long-term commercial ambitions. The enhancements introduced through this partnership will provide a smoother, more enjoyable experience for supporters and establish a strong platform for future growth across our retail operation.”
— Hannah Darnbrough, Head of Retail and Licensing, Charlton Athletic Football Club
“We’re delighted to join the Charlton Athletic family and support their next evolution in retail and ecommerce. We love to work with clubs steeped in history and heritage, and we’re confident that this collaboration will deliver a much-elevated experience for fans of all ages - delivering exciting new product ranges and new ways for fans to connect with the club”
— Vinny Clark, Chief Executive Officer, Levy Merchandising
